There is so much information out there about web design or website building and almost as many attractive offers. The offers come in a variety of flavors but basically fall into one of several categories each with their pros and cons. Before we can get into all that that though let's take a moment to remember the most important point of all, why you are paying for web design in the first place. You don't really want a website, you want more revenue.
I repeat this revenue point a lot not just because it is the most important premise but because it is the most overlooked item at every stage of website decision making. Choosing a website designer or service based on price alone disregards the premise. Choosing a web design company based on some designs you like disregards the premise. At every stage of any website development process we must remember that you DON'T want a website (you knew I would say it again right?) You want leads, sales, donations, whatever. OK so how do we get there and which solution is your best fit?
Here is a simple checklist of what you should be looking for:
- A professional web design (not just a template with your logo slapped on) to help create or reinforce your unique brand
- Straightforward horizontal navigation at the top of every page (innovative or cute confuses visitors)
- Menu options that answers the questions of your target audience (don't lead with about us, our mission, our vision, etc. It rarely influences buying decisions)
- Specific objectives you want your visitors to meet and an obvious request for them to meet it ("call our 800 number to cut your Georgia energy bill in half" or "Fill out our form to win a free Georgia vacation")
- Information that tells your visitor what's in it for them or how they benefit by buying from you
These services are usually priced so low that anyone can afford them. On the surface that sounds great but is actually part of the problem. With thousands of websites sharing different iterations of 50 or so website templates, you lose what makes your company special.
But you choose your spiffy template "Web Design Georgia", upload your logo, and apply it to the template design. Now you have a site with design and logo that look about as compatible as that "Hello My Name is" sticker did with your blue blazer. Even if you do end up with a nice looking design you are still left with a few more tasks. How are you going to build visitor trust? How will you create impetus for your visitor to complete your pre-planned objective (Call to Save Energy in Georgia). Without understanding website visitor behavior and how to craft customer facing content that converts, you have little chance of website success. The good news is that these solutions won't cost you more than a few dollars a month, so you pay almost nothing. Unless of course you put a value on yourr time.
2. Independent Web Design Contractor
A website design contractor is more expensive than doing it yourself but still moderately priced. Their overhead is lower because they don't have payroll expense and they meet with clients in coffee shops.
Keep in mind, however, building a great website requires a variety of skills. It starts with graphic design that is great for a right brained, creative thinking type. Then you need to code the design which requires a more left brained analytical thinker. Are you starting to see the challenge? Rarely can you find an individual proficient in these 2 main skills much less the copy writing, layout, training, and any customer support skills you will need. The price for an independent is where we see the greatest disparity ranging anywhere from $1,500 to $5,000.
3. Professional Web Design Company
These firms employ people with all the individual skills needed to make your site do what you really want...SELL! They know how to create visitor confidence. They know how to get that first click that brings visitors deeper into your site.
These solution providers are the most costly up front ($6k+) but are they really more expensive? A reputable provider will learn what your potential for traffic is, match that with the short and long term value of each new customer and make sure you get a quick return on your investment. Then the rest is all profit!!
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